2024, Vol. 6, Issue 1, Part B

Effective branding is crucial for successful advertising campaigns in tourist firms, given the fierce rivalry in the tourism sector. The study focuses on the role of tourism promotion in building the brand of tourism companies, improving their competitive position, retaining customers, attracting new ones, and influencing purchasing behaviour. It applies this study to tourism companies in the holy city of Karbala, Iraq, to address challenges and risks, stimulate sales, expand market share, achieve uniqueness, and build an identity and organizational culture. The aim is to achieve continuity and growth in the tourism market, serving tourists and visitors to the holy city of Karbala. A descriptive analytical approach was employed to analyze and characterize the study variables, while an applied approach was implemented by distributing electronic questionnaires to the study sample. The research instrument was a questionnaire administered to a sample of 200 randomly selected employees of tourism companies in the holy city during the period from 1/5/2024 to 2/15/2024 AD. The analysis findings indicated that the tourism promotional mix components have a statistically significant correlation with the brand marketing strategies employed by these companies. In order to better serve tourists and society as a whole, the study suggests that tourism organizations implement a brand development strategy, streamline legal processes about trademark ownership rights, and devise methods of promoting tourism.